The digital equivalent of the billboard: online banner.
There are several variants of web advertisements to address the target audience properly. Animated, static, between content or at the sidebar: Designed to draw the viewers attention and inform about new products and services.
With classic methods of display and analytics there are only statistics about direct clicks and a rough estimation of the visibility. No information about real perception and emotion.
But especially for the concept and creation of campaigns it’s important to consider those effects to avoid performance losses.
The provided advertisement is displayed as an inset on websites where they would been shown in a booked campaign. The participants visit the site with typical tasks (e.g. read the article) and later surveyed about the advertisements.
The following is examined:
- First impression and attraction
- Relevance / read duration
- Fixation order